Hamlins’ IP partner Matthew Pryke looks into how businesses can best raise their profile during the summer of sport in City AM

This summer’s raft of sporting events creates a global platform for businesses to raise their profile with sponsorship deals. But as marketing campaigns get more creative, innovative and technologically advanced, are traditional sponsorship packages at the Olympics, Euros and Wimbledon, staid, safe and a little boring in comparison?

A study out this week showed which sponsors have been the most effective at Euro 2016 thus far, revealing McDonalds to be the lowest-scoring in terms of originality and engagement with its audience.

For every example of success – Paddy Power’s Lucky Pants and Beats by Dr. Dre’s use of product placement in the 2012 Olympics – there are examples of ambush marketing which have gone very wrong or even stepped on the wrong side of the law. Dutch brewery Bavaria NV exemplified this during a World Cup game, when several women wearing its branded orange mini-skirts under their regular clothing stripped before half-time.

Businesses can benefit greatly from sponsorship without breaking the bank. The starting point is to understand the legal landscape and the rights secured to ensure the creative brief utilises an association with Trade Marks, straplines and athletes to the benefit of the business.

With the Olympics coming up next month, brands sponsoring sporting events need to ask themselves whether they are pulling out all the creative stops necessary to engage with fans, as opposed to solely concerning themselves with the money invested to utilise traditional forms of brand association.

The article was first published in City AM.

Read the full article here: Olympics and Euro 2016 sponsors who don’t take risks like Paddy Power’s Nicklas Bendtner stunt will fall behind to smaller businesses